Which trends are marketing-driven organizations focused on? Inquiring minds want to know! If you said artificial intelligence, actionable data, customer experience, and building the right technology mix, you’re spot on. Connecting digital asset management (DAM) to these trends needs to be a priority for all marketing teams who want to maximize content value, create deeper emotional connections with their audiences, and improve the overall customer experience.
What role do digital assets play in marketing?
To understand how digital asset management can support top marketing trends this year, one must first understand what role digital assets play in marketing. Digital assets are files with business value. Examples include photos, videos, illustrations, audio files, documents, design files, and slide decks.
Digital assets are essential to effective marketing communication. Unique, hi-resolution imagery welcomes visitors to your website. Lifestyle photography captures the attention of your audience on Instagram. How-to videos teach your customers a new skill.
Consumers expect high-quality media from brands. Without the DAM, marketers are ill-equipped to meet those expectations.
Which marketing trends does digital asset management support?
Marketers are charged with meeting each customer in the right moment with content that speaks to their behaviors, motivations, and interests. To achieve this type of connectivity, marketers need to stay one step ahead of the curve by maximizing the value of technology, harnessing the power of real-time data, leveraging efficiencies made possible by artificial intelligence, and building trust with customers. With digital assets being necessary for almost all digital and in-person communications, it should be no surprise that DAM supports almost all marketing trends and activities.
Technology value & efficiency trends
Because technology powers interactions at nearly every touchpoint along the customer journey, marketers strive to use each platform to maximum effect. Integrated systems are vital not only for syncing data but for delivering a consistent and cohesive brand message.
DAM platforms will increasingly live at the center of marketing technology (martech) stacks to power the connection of many diverse technologies. Integrations and API connectors facilitate a seamless flow of data between collaboration, creation, and publishing tools. DAM integrations give marketing teams easier access to the digital assets and metadata that drives their marketing communications.
The martech space has experienced remarkable growth in the past several years. The sheer volume of options can make it challenging to select the best solutions and then connect them all together. In the coming years, marketers need to carefully assess the marketing technology landscape and leverage the power of their existing solutions before investing in the next shiny object.
Artificial intelligence trends
Marketers are adopting AI rapidly. Operational efficiency is a major driver of AI adoption, as these tools promise to replace time-consuming, manual processes. Because AI supports data analysis and production, it plays a vital role in delivering personalized marketing experiences at scale.
Al techniques are beginning to advance the power of DAM technology by supporting metadata automation, image recognition, and voice search. As these tools improve, their ability to streamline manual processes will free up valuable time for other important, people-focused tasks.
In the coming years, marketers should experiment with emerging AI technologies and evaluate them against their existing business needs. They should monitor the challenges with AI tools, including accountability and accuracy, and they should consider how AI might change the profile of marketing teams, with fewer roles focused on manual processes and more defined by creative or strategic thinking.
What is the future of DAM?
How the future of DAM will be characterized by greater interactivity and collaboration, more pervasive network connectivity, and enhanced communication channels
Why core DAM foundations are relevant to marketing success
How enterprise organizations can gain operational control of their digital assets by embracing DAM as a business strategy
How DAM helps accelerate the connection between people, processes, and technologies
Why DAM should be more integrated into the content ecosystem
Marketers will continually be challenged by meeting their customers at the right moment with content that speaks to their behaviors, motivations, and interests. Using DAM as a strategy, rather than just an image repository, can help deliver the right content to the right people at the right time and, ultimately, elevate business growth. Start connecting the DAM dots at your organization today!
Editor's note: This post was originally published on April 23, 2018 and has been updated for relevancy.